The way we use the UBC brand typeface, Whitney, on Student Services publications is a key piece in creating a bold and confident look for our student audience. Using Whitney reinforces our connection to the UBC brand – the specific way we use it creates a consistent look for Student Services and matches the tone of our communications.
Whitney
The Hoeffler & Frère-Jones font Whitney is the UBC institutional typeface, and is used as the first choice in all UBC Student Services communications. You can request the font through the UBC brand site.
How we use it for Student Services
Color
In general, we prefer headings to be in either:
- UBC blue
- white (if overlaid on a photo or solid background color)
- Student Services blue
- or, for large, cross-unit campaigns, a Student Services theme color
Style
Whitney is a versatile typeface, with many weights and styles. The bold weight, all caps treatment that we use for most main headings was chosen for its daring, confident feeling. We pair this with the medium weight, in sentence case, for longer headings, or lead-ins that we want to have less emphasis.
Example treatment for short heading phrases: Whitney bold, all caps, large, no extra letterspacing/tracking
Example treatment for longer headings, or as a lead-in to a main heading: Whitney Medium, upper and lower case, medium sized
